Times have changed, possibly forever, in recent weeks. COVID-19 has not only affected the millions fighting the disease, but it’s also affecting nearly every aspect of life-as-we-knew it. No one seems to be immune to either the virus or its impact on the economy. While new procedures and medicines are being implemented for the sick, and new stimulus plans and rollouts kick-off for citizens, there are some resources available specifically for digital marketers.
Google is committing more than $800 million to support small and medium-sized businesses, health organizations, and health workers on the frontlines of the fight against COVID-19. This includes a $200 million investment fund to support non-profit organizations and financial institutions to help provide small businesses with access to capital.
“As one example, we’re working with the Opportunity Finance Network in the U.S. to help fill gaps in financing for people and communities underserved by mainstream financial institutions.”
In an attempt to help small and mid-sized businesses, Google is providing more than $340 million in ad credits which can be used towards future ad-spend in 2020 across Google’s Ad Platform.
Google My Business is making recommendations to those businesses affected by COVID-19, including making temporary changes to your GMB profile. Changes to hours of operation, any extra services you’re providing for the community, even marking your business as temporarily closed. Marking a business as “temporarily closed” won’t affect your local search ranking and will be treated the way an open business is. If you provide pickup or delivery services, they recommend that you do not mark your business as Temporarily Closed.
The updates will show on your Business Profile on Google Search and Maps.
Facebook, like Google and the U.S. Treasury, is cognizant of the effect that COVID-19 is having on advertisers. Similarly, they’re offering financial support in the way of $100M in cash grants and ad credits. Up to 30,000 small businesses are eligible to receive assistance. If you have between 2 and 50 employees, have been in business for more than a year, and have experienced challenges from COVID-19, your business may be eligible with the assistance of anything from connecting with more customers to helping with your rent and operational costs. New York and San Francisco are already accepting applications with other U.S. cities soon following. You can read the application guide here.
Facebook has provided 4 tips for adapting your measurement strategy for COVID-19 impact.
“We’ve seen and heard how much the coronavirus pandemic is affecting how businesses serve their communities around the world. As business owners make changes to the services they offer, we know many of you have to reconsider things like what to do about marketing and how much to spend on ads.”
Addressing concerns around strategy, optimization, and evaluation, these tips are resources that marketers need to consider.
Showing a sign of maturation for the platform, Snapchat has created a portal to help partners navigate this uncertain time. You’ll find downloadable resources, past webinars, and sign up for future webinars. There are recommendations for content creators and marketers, as well as detailed information on how Snapchat users have been staying informed and communicating on the platform. For marketers looking to reach Gen Z, Snapchat shouldn’t be overlooked.
As the world continues to fight the virus, and politicians continue to fight each other, digital marketing recommendations and opportunities keep changing. Currently, those changes are largely focused in response to the COVID-19 pandemic. And while that may not change for quite some time, the individual updates and recommendations are being made with incredible frequency.
Stay tuned for more breaking digital marketing news around COVID-19 here, stay safe, stay home.